I use it less for design, and a lot more for the up-front research. I've found it to be a very helpful tool when I'm onboarding a new client: summarize marketing decks, process customer reviews, analyze competitors, etc. Work that took me days can now be done in hours, allowing me to start the design process with a stronger sense of where I want to take the brand.

Turning days of competitor and review analysis into hours is huge for onboarding. Do you feed it raw exports (PDFs, CSVs) or do you clean the data up first before handing it off?

I keep seeing the same issue on complex website projects. On a call, the product makes perfect sense. The team explains it, answers a few questions, and everything clicks. But then you open the homepage and have to piece it all together yourself. Internal language. Five features fighting for attention. Long explanations before you even know whether the product is meant for you. It’s understandable. When you know a product inside out, it’s hard to see it with fresh eyes. You already have all the context, so you naturally explain it from the inside out. A potential client doesn’t have that context. They’re trying to answer four simple questions: What is this? Is it relevant to me? Why should I care? Can I trust it? That’s why I rarely start a complex website with colors or typography. First, I work out what the visitor needs to understand - and in what order. Clarity isn’t about pretending the product is simpler than it is. It’s about introducing the complexity at the right moment.